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Healthcare in a retail-oriented marketplace
Journal of Brand Strategy,
5
(1),
72-82
(2016)
Abstract
In 2010, the Patient Protection and Affordable Care Act (ACA), the healthcare reform law, changed how the healthcare system works — and the way health insurance carriers conduct business. Across the United States, at both the national and regional levels, health plans shifted their business model from a business-to-business focus to a consumer-centric approach and pursued a transformative vision centred on re-launching their brand and building digital, mobile, marketing analytics, customer insights and customer experience capabilities. New York-based EmblemHealth was no exception. The company made a lot of changes to adapt to the law, ranging from differentiating the health plan in the marketplace to building customer loyalty to creating health and wellness programmes that deliver quality and value while leveraging its unique strength as a local insurer. Since the ACA has a ten-year implementation period, many changes are yet to come. As new rules arise, EmblemHealth continues to adapt to and thrive in the new, increasingly dynamic and consumer-oriented retail marketplace.
Keywords: brand communications; brand advertising; healthcare reform; ObamaCare; customer experience; consumer segmentation; healthcare consumer
The full article is available to subscribers to the journal.
Author's Biography
Ann Marie Gothard is a health care industry expert with experience that spans nearly two decades, across sectors and geographies. Spearheading efforts for health insurance carriers, a hospital and academic medical centre, and an international non-government organisation, Ann Marie’s leadership, skills, experience and proven track record to drive integrated communications programmes that protect and strengthen a company’s image and brand reputation have benefited organisations from New York to Bangladesh, China, Ethiopia, India and Vietnam. An author on marketing and communications, and a recipient of numerous awards for marketing, communications and creative services, Gothard earned her BA in Government from Georgetown University, where she achieved athletic honours as a member of the women’s basketball team. Ann Marie held the position of Senior Director of Communication Strategy at EmblemHealth at the time of publication.
